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With so much content being published in a day — some counters estimate about 7 million each day on average — it’s safe to say that not all content performs equally.  Content performance can also go beyond simply pageviews — it depends on your goals. Was your content meant to build your brand as an authority in your niche? Was the goal to inform and educate? In most cases, your content’s purpose is probably to…

Consumer cynicism toward brands is higher than it has ever been before. In a sea of brand promises concerning social action, equality, and eco-friendly supply chains, consumers are starting to look past empty words and dig deeper into what’s really going on. The latest “Meaningful Brands” survey from global communications group Havas confirms these findings. Havas surveyed 395,000 consumers from regions worldwide, reporting that 71% of those surveyed said they have little faith that brands…

Particularly in the world of ecommerce, sales funnel examples tell us a lot about consumer behavior. Think about your favorite online retailer — the one you purchase from most frequently. You love their products, you recommend them to friends and family, and you’ve even reviewed them. But while they might be the first name in your bookmarks today, there was a time when that wasn’t the case. A time when you didn’t even know who…

Since it was founded in 2006, more than 1.7 million brands have used ecommerce platform Shopify to sell more than $200 billion in goods directly to consumers. It’s one of the few ecommerce players that can actually make Amazon sweat. It helps that Shopify sellers have many tools at their disposal to advertise online, including the visual social media platform, Instagram. Through Shopify Instagram ads, the social media giant’s large, diverse, and highly engaged user…

Sixty-one million adults in the United States have a disability, which is approximately 26% of the population. Without accessibility in advertising, brands might be missing out on targeting a significant chunk of that demographic — all because they’re overlooking people with disabilities in their marketing plans. One survey conducted in the United Kingdom found that more than four million disabled people had abandoned a cart online due to accessibility issues. Some believe this has led…

A landing page with a high bounce rate is like a party that never gets off the ground. Sure, the neighbors and close friends show up, but they only have one drink and leave soon after. No one wants to host a bad party, and no one wants to take the time and effort to build a landing page that follows an ad only for customers to quickly leave. A bounce rate is the percentage…

The pandemic changed a lot of things in the field of shipping fulfillment. For one, we now know the supply chain status quo can quickly fall apart in the midst of global disruption. Even the Ever Given shipping fiasco in the Suez Canal shined a spotlight on how things can break down all at once if just one important shipping lane is compromised. Even before that, brands faced an uphill battle when it came to…

Hey, readers — it’s me again, here to bring you the latest secrets and trends from the ecommerce marketing world. If you missed last week’s edition, get caught up here.  In this edition 👇 The Power of SMS The Emergence of Livestream Shopping *Bonus* Inside the Mind of an Email Marketer The Power of SMS 📱 The other day I had a conversation that opened my eyes to an underutilized channel that can be incredibly…

Determining the right Shopify Facebook ads strategy can be a complicated affair. First, you have to pinpoint where to start. Then comes a never-ending process of trial and error to optimize your presence. But given Facebook refers more potential customers to ecommerce sites than any other platform by a longshot, it’s certainly worth the trouble. By layering in a few additional tactics, you can scale your most effective Facebook ad campaigns easily and cost-effectively in…

The use of colors in marketing is one of the oldest tricks in the book — and we’re talking extremely old. Think about it: For millions of years, flowers have used colors to attract insects, drawing them in with welcoming, friendly hues to spark pollination. On the other hand, poisonous creatures regularly clad themselves in bright colors to ward off potential predators. This, too, is a concept as old as time. While the psychology of…